Campaign Spotlight: Burger King is Using a Moldy Whopper to Sell Their Perfectly Fine Burgers in this New Preservative-Free Campaign


MIAMI, FLORIDA – Just when you thought that Burger King wouldn’t get any bolder with their campaigns, they suddenly release an ad showing off a moldy piece of sandwich in the hopes of selling even more burgers. And quite honestly, it seems to be like a fun, smart move.

Burger King | The Moldy Whopper

The fast food industry has been plagued with several dietary concerns as it continues to hastily expand in recent decades, and one of these is the amount of preservatives possibly put into each meal dished out of their industrial kitchens. Unless you’ve been living under a rock, then we’re sure you’ve seen those viral time-lapse videos of fast food decomposing (or rather, barely decomposing) posted on YouTube. Heck, there’s even a man who was recently interviewed in Yahoo! and Popular Mechanics who has held onto a McDonald’s Burger for twenty years, initially by accident but it seems like he’s turned it into a treasure with barely any effort to preserve it well.

Burger King’s latest campaign is playing into this controversy and trend, showing off an ugly piece of Whopper as a declaration of their promise to take a step back at putting preservatives in their burgers and keeping them fresh without the need for any.

The campaign, a video posted on YouTube and BK’s other social media platforms, features a Whopper being assembled to show off its full glory. Set to a rendition of Dinah Washington’s “What a Difference a Day Makes”, viewers are taken through a sped up montage of the journey bacteria and fungi make from day one to day 34 of the burger. And while the burger does get uglier by the second, the visuals only get even more captivating as time passes, especially with the closeup shots of mold covering every nook and cranny of the sandwich.

Through this campaign, Burger King says they will remove all artificial coloring, flavors, and preservatives from Whoppers sold in most European countries, and 400 branches in the U.S. They also promise to roll out these preservative-free Whoppers to all U.S. locations by the end of the year. No announcement has been made so far in other locations around the globe, but here’s to hoping to they do that for their restaurants in other countries too 🥂.

Agency: Ingo
Executive Creative Director: Björn Ståhl
Art Director: Max Hultberg
Copywriter: Magnus Ivansson
Planner: Simon Stefansson
Account Director: Rickard Allstrin
Account Manager: Mia Melani
Final Art: Åsa Eklund, Alexander Lundvall
Tech Director: Stefan Kindgren
AGENCY: David Miami
Global CCO & Partner: Pancho Cassis
Group Creative Directors: Fernando Pellizaro, Jean Zamprogno
Senior Art Director: Camilo Jimenez
Art Director: Sergio Takahata
Group Account Director: Stefane Rosa
Executive Producer: Carlos Torres
Agency: Publicis
GLOBAL CCO: Bruno Bertelli
CCO: Eduardo Marques, Jorg Riommi
ECD: Pablo Dachefsky
Art Director: Ivan Montebello
Copywriter: Pablo Murube
CLIENT: Burger King
Photographer: Pål Allan
Food stylist: Anna Lindblad
Photo assistant: Erik Ögnelooh
DOP: Viktor Kumlin
Graffer: Kalle Dahlberg
COLONY (Production company)
Art buyer / Producer: Jenny Steggo
Producer and director: Markus Ahlm
Producer: Lena von der Burg
Online: Erik Lindahl / Colony
Sound: Quint Starkie
Grade: Jean-Claude Soret, MPC London
“What A Difference A Day Makes” by Aretha Franklin
MOKOH Music Berlin
Music Supervisor & Intro Composer: Maria Moritz, Stephan Moritz
Danny Simon – Music, Director
Ryan Schinman – Co-Founder

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